Description (eng):
This master thesis deals with the impacts of On-Demand-TV-Streaming on the added value of the Austrian TV-industry. Which significance has TV in today’s society? How has television changed in recent years? Which personalized and technological changes in the TV-added-value-chain will be relevant and which future scenarios are conceivable? To answer these questions, the author of this master thesis analyzes in the theoretical part the given picture of the Austrian TV-market including all necessary players, characteristics and the regulatory framework. Subsequently, the micro- and macroeconomics of the Austrian TV-industry is examined and furthermore influencing factors are denominated. Also, a scenario-analysis as a result about the future of the Austrian TV-industry is conceived. To answer the research issue of this thesis, three scenarios are established and two hypotheses are framed, which are subsequently analyzed and conducted by the author, based on empiric reviews. The results highlight for the future that on the basis of the given-trend scenario a parallelism in the consumption and usage of VoD and TV is conceivable but also a merge of these two distribution channels. This is based on altered media habits of the customers, technological changes and new marketing opportunities, e.g. for the retail trade in shape of “Augmented Shopping” which also will be offered via TV. The conclusion of the foregoing and outcome of this master thesis is that on the basis of technological changes and aggravated competition additional player will show up at the market; soliciting the customers and their purchasing power will end up in a new phase.